As the adidas limited-edition white/grey/carbon UltraBOOST LTD has affectionately been called a "Cookies & Cream" colorway by sneaker fans, adidas created a limited-edition box to pay tribute to this fan-created name.
Rather than creating a conventional rectangular box to hold the sneakers, adidas worked with agencies on the creation of a carton-shaped packaging design accented by graphic milk-like splashes. The 50 select athletes and influencers who received a pair of the adidas UltraBOOST LTD sneakers were also treated to a pair of Primeknit socks, a drinking glass with custom detailing, stickers, additional product information, as well as hand-made cookies inspired by the iconic Oreo.
To make the ties between the cookie-like sneaker colorway even more apparent, adidas chose to launch its kits in celebration of National Oreo Day this year.
Carton-Style Sneaker Packaging
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Breathable Knit Sneakers
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